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BA in Advertising and Integrated Communications

The BA in advertising and integrated communications program prepares students to understand and apply principles of advertising, branding and audience analytics in creating campaigns that maximize the strategic impact of content for web, social media, mobile devices and traditional media. Students use their knowledge of planning, media systems, audience and consumer trends, principles of storytelling, visual design and multimedia production to strategize and create content appropriate for such environments as advertising, public relations and social media agencies, branded content newsrooms, media organizations and corporate communications.

By the time they have completed this program, students are able to:

  • analyze, assess and strategically employ data related to audiences and media content
  • understand the modern media landscape and how to capitalize on the strengths of different media technologies
  • understand the principles of branding, cohesive messaging and reputation management
  • understand how advertising, public relations and content creation integrate for an overall communications campaign
  • understand basic multimedia production techniques, articulate which approaches are best used for particular circumstances, and work effectively with content creators to produce sophisticated deliverables related to digital campaigns
  • write effectively in a variety of formats for maximum audience impact
  • manage large-scale campaigns from concept to delivery

All students majoring in advertising and integrated communications are required to take a minor (typically 18 credits) that will complement their career and/or personal interests. This minor can be from any program either inside or outside the School of Communications.

Curriculum + Requirements

Advertising and integrated communications core requirements (45 credits):

Course Title Credits
Required School of Communications core courses (12 credits)
(must be completed by the end of the sophomore year with a minimum B- average)
JRN 160 Introduction to Media Writing
MSS 101 Media Industries and Trends 3
MSS 220 Media History 3
MSS 340 Communications Law and Policy 3
Other required courses (33 credits)
COM 490 Internship 3
IDD 160 Digital Design I 3
JRN 106
or FTM 110
Multimedia Production Techniques
Fundamentals of Media Production I
STC 101 Principles of Advertising and Public Relations 3
STC 201 Writing for Strategic Communications 3
STC 215 Web, Mobile and Interactive Design 3
STC 320 Strategies for Social Media 3
STC 332 Communication Research and Analysis 3
STC 335 Media Systems and Planning 3
STC 410 Branding Strategies 3
STC 485 Integrated Campaigns 3